News

Millward Associates’ Ground-breaking Market Research in Oman

July 9th, 2014 in News

Millward Associates Ltd – The First Retail Consultancy to Deliver a Comprehensive Analysis of the Retail Market in Muscat, Capital City of Oman

Millward Associates Ltd was instructed by a major Omani shopping centre developer to quantify the market potential for their forthcoming mall developments in Muscat, capital of Oman in the Arabian Gulf.

Taking the learning from 10 years of experience working for Dundrum developer and owner Joe O’Reilly (Dublin, Ireland), we developed a proposal designed to comprehensively address the strategic information needs of the developer and the retailers with whom they will be engaging to take space. ¬†Our research programme entailed:

  • Estimating the trading space and turnover achieved in each shop in the dozen or so main shopping venues around Muscat
  • Talking to store managers to obtain evidence of turnover, operating costs and profitability in the Muscat market
  • 8 focus groups conducted with Omani and expat residents
  • 500 interviews with tourist visitors
  • 1,000 household interview sample across 8 drive time segments within 150 minutes drive of our clients development
  • Working with CACI to develop a gravity model of expenditure demand in present and future retail supply scenarios in Oman

We have successfully and realistically quantified present and potential future consumer expenditure and delivered realistic analysis of retail trading potential in terms of operating profit to tenant retailers & food service operators and sustainable rent compared to target rents.